Hair care provider strengthens internet presence

By Simon Pitman

- Last updated on GMT

Related tags Brand management Artificial intelligence

UK-based provider of ceramic hair stylers and products, ghd, has enlisted specialist marketing agency Greenlight to enhance its branding and positioning on the internet.

Launched in 2001, ghd has developed a worldwide following for its hair straightening products primarily through its website and online presence.

The company has developed a network of international sites that are dedicated to most of the major markets, providing consumers with the opportunity to purchase from its portfolio of specialist products online.

Complete hair straightening range

Its range of products includes cleanse and nourishing, styling and protection lines, that have been created for use in tandem with its hair straightening tongues and hairdryers - or 'ceramic' styling products.

In an effort to take brand recognition and sales to the next level, the company decided to focus on its search engine positioning, a task that Greenlight has now been commissioned to undertake.

Previously this Pay Per Click (PPC) account was managed by the company MVi Manchester, but now all matters relating to natural and paid search, will be handled by Greenlight, which will be using its inhouse application SearchSentry to enhance the positioning.

Relying on in-house technologies

As well as SearchSentry, Greenlight will also apply its in-house Quant technology, which uses artificial intelligence and learning algorithms to enhance the search ratings for the website.

Likewise, Greenlight says it will apply its brand defense platform in an effort to protect the ghd brand by monitoring competitor and affiliate activity, offering a competitive edge that aims to protect the brand.

Gary Robinson, head of internet services at ghd, said that it had opted for Greenlight because of its understanding of how the business operates, as well as the fact that his company was keen to put all of its search marketing capabilities under one roof.

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